In a year of changes that’s including multiple changed event dates and changed event modes, Recorded Music NZ have announced a major rebrand of their annual NZ music awards ceremony – to become the Aotearoa Music Awards.
Sarah Owen of Recorded Music NZ says the decision to rebrand the national music awards aligns with continued efforts over recent years to recognise Aotearoa’s tangata whenua and Te Reo Māori as the first language of New Zealand, as well as the importance of Te Ao Māori in our lives.
“With the renaming to Aotearoa Music Awards and the kaupapa behind that, we are taking another step in bringing the awards back to the core of what they’re for: to celebrate, support and encourage the creative journeys of all our recording artists.”
The Aotearoa Music Awards brief was developed by creative agency Likeminds in collaboration with specialist Māori concept and creative studio Haumi. Likeminds’ creative director Damian Alexander says the acronym of AMA (pronounced ah-mah) is an intentional reference to Te Ao Māori.
“An ama is the outrigger used to support waka during voyages across the ocean. In the same way, that Recorded Music NZ and the Aotearoa Music Awards support and celebrate New Zealand musicians and their work, as well as the support of the wider creative industry in Aotearoa,” says Alexander.
In addition to the new name and identity, which follows the loss of a significant awards’ sponsor, the format of this year’s event will reflect the importance of music and the wider community in times like these. In addition to the 20 Tui being awarded on the night, multiple inductees will be welcomed into the NZ Music Hall of Fame | Te Whare Taonga Pūoro o Aotearoa – honouring and celebrating beloved musicians, past and present.
Recorded Music NZ CEO Damian Vaughan says the event will also be taking on a new form this year, with a renewed focus on the musicians and their craft.
“This November, we intend to not only honour and celebrate the spectacular music released over the past year but also highlight the incredible and important work of many of the individuals, organisations and initiatives throughout Aotearoa that are using music to unite and heal communities.
“The inaugural Aotearoa Music Awards will be an intimate reflection and celebration of the year that was and tell the stories of how our music community has navigated this unique and challenging year.”
The 2020 Aotearoa Music Awards event will take place at Spark Arena on November 15, with finalists and performers announced on October 8.